This paper reflects on the phenomenon of 'branded landscape' within the context of current landscape projects and policies. Giving particular attention to the Italian context, the paper is in two parts. In the first part, the paper identifies three key landscape approaches that have
influenced the landscape project and meaning. In the second part, the paper proposes an integrated, reforming 'project of the landscape' to overcome the threats of ill-conceived and misdirected, glossy, and/or overbearing initiatives, policies and projects related to natural and designed landscapes.
It suggests working with ordinary – often degraded or abandoned – objects and spaces, strengthening their relations. More radically, the paper proposes considering landscape design as a multifunctional way of looking at the world and thinking about its transformations.

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Document Type: Research Article

Publication date: 01 September 2018

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Built Environment is published quarterly in March, June, September and December. With an emphasis on crossing disciplinary boundaries and providing global perspective, each issue focuses on a single subject of contemporary interest to practitioners, academics and students working in a wide range of disciplines. Issues are guest-edited by established international experts who not only commission contributions, but also oversee the peer-reviewing process in collaboration with the Editors.